AI and Machine Learning in PPC Advertising

Artificial Intelligence and Machine Learning are powering the newest, most important features for advertisers on Google Ads and Microsoft BingAds. In this session, we’ll detail the ways that these technologies have been implemented in the advertising platforms, and compare bidding automation capabilities as well as attribution models. Learn how to take advantage of these new features and get better results from your online advertising campaigns. At the end of this session, you’ll be able to:

• Choose the right automated bidding option, and know which to avoid
• Compare the relative performance of several attribution models
• Set up a Google Ads account to make ad optimization and keyword-level bidding decisions using the most appropriate attribution model